Sierra Dungan, Tyler Griffitts, Erik Hill,

Jacob McCann, Melissa Pierce, Ben Seebeck

Table of Contents
Executive Summary......................................................................................................................................................................................1
Situation Analysis.............................................................................................................................................................................................2
Marketing Goals.................................................................................................................................................................................................4
Target Audience.................................................................................................................................................................................................5
Media Objectives..............................................................................................................................................................................................6
Creative..............................................................................................................................................................................................................................7
Media Strategy......................................................................................................................................................................................................8
Media Execution...............................................................................................................................................................................................12
Promotions and Non-Traditioinal Efforts...........................................................................................................14
Budget................................................................................................................................................................................................................................15
Author Bios................................................................................................................................................................................................................16
Apendix.............................................................................................................................................................................................................................17

Executive Summary
Lindt & Sprungli AG Company is a chocolate manufacturer that
was established in 1845. Lindt is a premium chocolate producer
that has mastered gourmet chocolate confection. Lindt & Sprungli
AG Company has many brand names including Caffarel, Lindor,
and Lindt, and they offer a diverse range of chocolate collections.
The company sells their premium smooth chocolates worldwide
through their own Lindt stores, independent distributors, and
company website. They operate their business in many different
countries, but their main focus is in Switzerland, Germany, France,
and North America.
The campaign addresses three main goals for Lindt chocolate: first,
to achieve national distribution in 90% of U.S. food and convenience
store outlets; second, to grow brand awareness from 25% to 35%
during the next calendar year; and third, to capitalize on the Caf
Cache. Lindt is in a large market that competes with hundreds of
chocolate products to win the satisfaction of the customer. Lindt
has a large price tag in comparison to some of its competitors,
but for good reason. Lindt is a premium product, and its quality is
strides ahead of other chocolate products.
To reach our objective, we plan on having a media mix that include
magazines, internet, outdoor advertisements, and newspaper.
We will also utilize non-traditional promotions to encourage a
conversation between the producer and consumers on social
media. All of these factors combined will help us reach our marketing
goals and objectives.

Situation Analysis
History

Lindt & Sprungli AG Company is a chocolate manufacturer that was started in

the 19th century in the old town of Zurich, Switzerland, by two confectioners,
David Sprungli-Schwarz and his son, Rudolf Sprungli-Ammann. Ever since its
establishment in 1845, Lindt has mastered gourmet chocolate confection and
has grown to become a premium chocolate producer. Lindt & Sprungli AG
Company has brand names including Caffarel, Lindor, and Lindt, and offers
a diverse range of chocolate collections. The company sells their premium
smooth chocolates worldwide through their own Lindt stores, independent
distributors, and company website. They operate their business in many
different countries, but their main focus is in Switzerland, Germany, France,
and North America.

The Market

Lindt is in a large market that competes with hundreds of chocolate products

to win the satisfaction of the customer. Lindt has a large price tag in comparison
to some of its competitors, but for good reason. Lindt is a premium product,
and its quality is strides ahead of other chocolate products.

Past & Current Advertising

Lindts advertising history is scattered at best. Its main form of advertising

has been television commercials, which largely focus on the visual and show
the process of making the chocolate while a sultry voice narrates. Lindts
most successful campaign featured Roger Federer in their TV commercials in
2012. After the first commercials success, Lindt paired up with Federer again
for a second installment. There hasnt been much by way of advertising since
then. New videos are posted to Lindts YouTube page several times a year-some of which still feature Federer--but these videos are web exclusive and
have not aired on television.

Competition

Cadbury is the second largest confectionery brand in the world and operates
in more than 50 countries. They are famous for Dairy Milk chocolate bars and
Cadbury Creme Eggs. In 1990, Cadbury World opened. It is a visitor attraction
that takes the place of factory tours, and it has become largely successful.

Godiva is known for its wide variety of premium chocolates. Godiva

owns and operates over 600 retail boutiques worldwide. Godiva also
produces seasonal and limited-edition chocolates with special packaging
for major holidays. In 2012, Godiva opened a cafe in Londons Harrods
Department Store. Godivas retail boutiques and cafe pose a threat to
Lindts Cafe Cache.
Dove produces a wide range of chocolate including milk, dark, caramel,
fruit and nut varieties, truffles, and chocolate pieces with a folded milk
chocolate center. Dove chocolate tends to be more affordable than
other quality chocolates, which is a trait that could make them more
desirable than Lindt.

S.W.O.T.

Strengths
1. Global brand ambassador
2. Excellent brand name and brand presence
3. High brand loyalty
4. Great taste and packaging
4. Highly regarded as a global chocolate brand
Weaknesses
1. Expensive
2. Not easily available
3. Bars not as recognizable as truffles
Opportunities
1. Tap growing cities and retail chains
2. Have more variety and smaller gift packages
Threats

1. Other competing chocolate brands

2. Calorie-conscious people
3. Cheaper, lower-end chocolate that customers can afford
4. Godivas retail boutiques are a threat to Cafe Cache

Marketing Goals
The campaign addresses three main goals for Lindt chocolate:
1. Achieve national distribution in 90% of U.S. food and convenience
store outlets
2. Grow brand awareness from 25% to 35% during the next
calendar year
3. Capitalize on Caf Cache

Target Audience
Jane is a 32-year-old white woman from Boston who works as a
professional. She has post-graduate level education and makes
more than $140,000 per year. She is married and has two children
who are 7 and 10 years old. Jane and her family have lived in their
home, which has a value of $400,000, for 7 years.
Justification from Index numbers from MRI
Gender: Women (121)
Age: Women 18-49 (124)
Race: White (99)
Education: Post-graduate (190)
Occupation: Professional and related occupations (150)
HHI: Combined $75,000-$149,999 (117) and $150,000+ (135)
Census Region: Northeast (142)
County Size: A (125)
Marital Status: Now married (111)
Child Age: 6-11 years (102)
Years at Present Address: 5+ Years (105)
Home value: Combined $200,000-$499,999 (117) and $500,000+
(140)
Psychographics: Media Usage
Magazines: Heavy (117)
Internet: Heavy (117)
Outdoor: Heavy (114)
Newspaper: Heavy (103)

Media Objectives
Reach: 75
Frequency: 3-4
In November, December, January, and February, we surpassed
our goals because we focused our advertising dollars into the
holiday months--especially January and February. We wanted
to hit January hard to prepare for Valentines Day, so our spot
markets ended up having high reach and frequency. We wanted
to hit November hard to prepare for Christmas in December. For
the months that we spent heavily in, we saw that our goals were
blown out of the water. Our methods of advertising worked well and
allowed for a high impression rate, which helped to make Lindts
branding coming to life.

Creative
Tagline: Elope with Lindt
Positioning statement: We will position Lindt as the chocolate
gold standard that will revitalize your relationships with youthful
spontaneity.
We chose to go with a double-meaning elopement theme. The
first meaning comes from interpreting the tagline as eloping with
your spouse because of Lindt. In this scenario, the tagline will
appeal to newlyweds, who may have recently discussed eloping,
and middle-aged married women, who may be looking to revive
their marriages or return to their honeymoon phase. By buying
or receiving Lindt chocolate, couples can be reminded of their
more indulgent days together. The second possible interpretation
of the tagline is to elope by yourself with the chocolate. Looking
at it this way, customers will buy Lindt as an escape from their
everyday stresses. We specifically chose the word elope because
it infers spontaneity, which may convince the audience to buy Lindt
chocolate impulsively. It also reflects a tropical feel, which can help
when promoting Lindts fruit flavors. This tagline also works well
for social media campaigns, which can both ask for honeymoon/
elopement stories and offer vacations as contest rewards.

Media Strategy
National & Spot
We decided to use a combination of national and spot advertising.
Two of the central goals of this campaign are to increase Lindts
national distribution and to increase their brand awareness. To
accomplish these goals, it is necessary that we advertise nationally.
The third goal of the campaign is to capitalize on Lindts Cafe
Cache. These cafes are located in 10 specific markets; therefore,
utilizing spot advertising in these markets is essential.
Based on our analysis of EV% and BDI/CDI, we narrowed our spot
marketing strategy to five markets. The markets we chose to focus
on and spend the $3 million allocated to advertising Lindts Cafe
Cache on are Chicago, Minneapolis, Miami, Albany, and Charlotte.
1) Chicago, IL: EV% - 21.3; BDI/CDI - 105/105
Chicago is the largest market. The target audience population is
2,020,900, which is 28.1% of the total market population. Eliminating
it would cut out a huge portion of the market. Its BDI and CDI are
both high, indicating success for the brand and category in this
market. This was an easy choice.
2) Miami-Ft. Lauderdale, FL: EV% - 11.9; BDI/CDI - 106/111
Miami-Ft. Lauderdale is one of the two growing markets. It has a
five year population growth of 2.03%. Its EV% is the third highest
of the 10 markets, and its BDI and CDI show that Lindt and the
Premium Chocolate Category are having success.
3) Minneapolis-St. Paul, MN: EV% - 13.5; BDI/CDI - 88/98
Although Minneapolis-St. Paul has relatively low BDI and CDI, we
chose to include this market due to its high EV% and population,
both of which rank second of the 10. The CDI is just under 100,
meaning the category of premium chocolate is doing fine. The
lower BDI in relation to the solid CDI indicates that there is potential
for improvement for the Lindt brand. This will be achieved through
our brand spot marketing strategy.

4) Albany-Schenectady-Troy, NY: EV% - 8.5; BDI/CDI - 119/102

Albany-Schenectady-Troy, NYs extremely high BDI shows that
Lindt is doing very well in this market. With a CDI over 100, the
whole category is succeeding here. The EV% is also in the top 5 of
the 10 Cafe Cache markets.
5) Charlotte, NC: EV% - 8.3; BDI/CDI - 116/103
While Charlotte, NCs EV% sits just outside the top five, we chose
this market due to its very high BDI and solid CDI.
We also considered Orlando-Daytona Beach-Melbourne, FL
because its EV% is the fifth highest. It is second of the two growing
markets. Its five year population growth percentage is 2.85%.
However, with a BDI and CDI at 82 and 87, respectively, we felt that
this markets potential just missed the cut for the top five.

Another market that we considered was Cincinnati, OH due
to its 102 BDI and 94 CDI. Those numbers are solid, but they do not
elevate this market into the top five when paired with one of the
lowest EV percentages in the group.
Estimated Value Percentage:
7.5% - Portland-Auburn, ME
8.5% - Albany-Schenectady-Troy, NY*
21.3% - Chicago, IL*
13.5% - Minneapolis-St. Paul, MN*
6.3% - Burlington-Plattsburgh, VT-NY
11.9% - Miami-Ft. Lauderdale, FL*
9.9% - Orlando-Daytona Beach-Melbourne, FL
5.8% - Buffalo, NY
7.1% - Cincinnati, OH
8.3% - Charlotte, NC*
After calculating updated EV percentages considering only the

Media Strategy
five selected markets, we have allocated the $3 million Cafe Cache
budget as follows:
Market EV % Spending Allocation
Chicago, IL 32.3% $969,258
Miami-Ft. Lauderdale, FL
18.5%
$553,892
Minneapolis-St. Paul, MN
21.6%
$647,671
Albany-Schenectady-Troy, NY
14.5%
$435,843
Charlotte, NC 13.1% $393,335
Total 100% $3,000,000
This campaigns goal is to promote the whole Lindt brand while
focusing on Lindts premium bars. When we analyzed Lindts
chocolate bars share of voice in the premium chocolate category,
what initially stood out was the lack of spending. With our $27
million budget, we will accomplish all of our goals.
In order to increase national brand awareness, we need to increase
our reach. To accomplish this, we spent just shy of $7 million on
national television ads, $3 million on newspapers ads, and roughly
$3 million on network radio ads. Advertising in newspapers is
expensive, but the potentially high reach is worth the cost. We
specifically chose to utilize radio because it is relatively cheap,
and it helps us gain a large amount of reach as well. Currently,
Lindts share of voice in radio, newspapers, and national television
is nearly nonexistent. Our media strategy changes that.
Based on the index numbers of psychographics, we know that
members of our target audience are heavy users of magazines
and the Internet. Therefore, we decided to spend $2.5 million on
magazines, where Lindt already has a strong share of voice of
30.2%. A focus for this campaign is to create an engaging presence

on the Internet--a medium where Lindts current share of voice is

less than 1%. Lindt wants to have an interactive conversation with
its customers. We will achieve that by spending over $2 million on
Internet and social media advertising.
Share of Voice:
Brand: Lindt Excellence Chocolate Bar
Category: Premium Chocolate

Magazines Natl Newspaper Outdoor Net TV Spot TV Cable TV Net Radio Online Video

30.2%

0.0%

0.0%

0.0%

11.5%

0.1%

0.0%

0.6%

Total: 6.5%

See the appendix for additional information regarding EV% and

share of voice statistics.
Scheduling Patterns
We will use a pulsing schedule to advertise heavily in months close
to major holidays and moderately for the rest of the year. In other
words, we will capitalize on the time of year when demand for
Lindts products is the highest. The heavy advertising will start in
January in preparation for Valentines Day. We will continue to
heavily advertise throughout February.
After February, our advertising will be light but consistent over a
wide range of media. This will keep the brand in peoples minds
throughout the year, but its presence will not be overbearing. Then,
in November, we will return to heavy advertising in preparation for
Christmas. This will continue through December.

11

Media Execution
We funded radio (evening, midday, and morning drive times), TV
(both prime and daytime), magazines (womens), and newspaper. We
decided to use newspaper because our target audience consists of
highly educated women who are more likely to read the Sunday and
weekday newspapers.
We knew social media was important because women spend a lot
of time on their phones playing games, reading articles, scrolling
through the web, shopping, and listening to music on Pandora or
other music applications. By making a strong presence in social
media, we saw that our reach and frequency skyrocketed, especially
in spot markets.
We needed to spread our reach and frequency into national markets,
so we continued to hit social media and phones hard, but we had
to also advertise more on national TV programs. We bought ads on
national prime TV and daytime TV. Our demographics watch award
shows, sports, soap operas, and reality shows, so hitting by these
dayparts, it was no surprise that our frequency went up in national
markets as well.
Magazines, radio, social media, prime TV, and daytime TV helped us
to expand our reach and frequency. As we did this, Lindt was able to
make a big presence in markets that want to reach.
Cable TV
Internet:
The following networks would be Amazon, Facebook, YouTube
best for Lindt to advertise on:
The following are the most
1. TVGN (120)
popular online sites among Lindts
2. Bravo (111)
demographics. We will advertise
3. Food Network (121)
on the following five sites:
4. BBC America (143)
1. ivillage.com(424)
5. Travel Channel (126)
2. overstock.com (232)
6. The Tennis Channel (188)
3. fandango.com (158)
4. pbs.com (219)
5. abc.com (152)
6. nbc.com (142)

Radio
We want to utilize radio because
it gives Lindt more frequency
and reach amongst their target
audience. Radio is also cheaper
and allows us to advertise more
at a cheaper rate compared to TV
and other forms of advertising.
1.
Weekday radio (7 p.m. to
midnight) (113)
2. Weekend radio (10 a.m. to 3
p.m.) (104)
3.
Weekend radio (7 p.m. to
midnight) (103)
Social Media
Facebook, Instagram, Pinterest,
Twitter, and style, fashion, home
decor, and food-related blogs
Magazines
The following are the most popular
amongst our target audience.
We will advertise in the top five
magazines: Yoga, The Atlantic,
Audubon, Vogue and Elle Decor.
1. All You (242)
2. Vogue (218)
3. Yoga (365)
4. The Atlantic ( 262)

5. Audubon (410)
6. New York Magazine( 356)
7. People (128)
8. In Touch (181)
9. Food Network Magazine (153)
10. Good Housekeeping (160)
Newspapers
Women are the primary readers
of newspapers. However, men read
them as well. Around the holidays,
advertisements in this medium
could be a way for Lindt to gain
the attention of the men who are
prone to buy chocolate for their
significant others.
1. New York Times (daily) (125)
2. New York Times (Sunday) (124)
3.
USA
Weekend
Carrier
Newspapers (100)
4. Wall Street Journal (117)
5. Sunday Net Carrier Newspapers
(127)
6. Metro-Puck Carrier Newspapers
(106)
7. Chicago Tribune (Sunday) (162)

13

Promotions/Non-Traditional
To promote Lindt chocolate bars non-traditionally, we will focus on social
media. As of now, Lindts Facebook presence is stagnant. Content is
created and released daily, but the desired interaction between producer
and consumer is lacking. With 1.5 million followers, posts that achieve
under 1000 likes are not cutting it. We will focus on creating content that
encourages interaction. The most important side of that interaction will be
Lindts response. A full-time intern will further the conversation created on
Facebook.
Aside from the implementation of the plan, what will the content be? We
want to start a conversation--one that starts on Facebook and migrates
to other social media sites such as YouTube, Twitter, and various blogging
platforms. In alignment with our tagline Elope With Lindt, we will ask our
fans to share their romantic elopement or getaway stories. The person
who shares the story that is generally rated by our marketing team to be
the most romantic will win a romantic getaway (funded by Lindt) to their
headquarters and factory in Kilchberg, Switzerland. This will help increase
our image of Lindt chocolate as being the chocolate gold standard that will
revitalize your relationships with youthful spontaneity.
This migration between social medias will be encouraged by YouTube,
Pinterest, and Instagram. We will hold a secondary contest that will require
contestants to create a video that tells their romantic story. We hope to
encourage the spontaneity that we are promoting along with our chocolate
bars. The winner will receive a cash prize for an elopement getaway. This
goes hand-in-hand with our Elope With Lindt tagline.
We will also use the hashtag #elopewithlindt. Combining the hashtag with
the targeted online ads we will create trends that will only increase the
exposure and reach of our campaign. We will also select bloggers that our
target audience follows and send them Lindt chocolate bar samplers. We
will do this with the understanding that they review the bars.
All of these efforts are not a one-time-only event. These will require
dedication over a long period of time. We will use the remaining $4.9 million
from our media campaign for these promotions.

Budget
$27,000,000 - Total
$5,000,000 - Special Promotions
$3,000,000 - Cafe Cache
Monthly Budget - (000)
$2995.6 - January
$4296.5 - February
$1074.1 - March
$1074.1 - April
$1074.1 - May
$1135.0 - June
$1074.1 - July
$1074.1 - August
$1074.1 - September
$1074.1 - October
$2990.6 - November
$3066.9 - December
$21998.3 - Total
$18000.4 - National only total
$3997.9 - Spot only total

$4149.1 - Net TV-Daytime

$2061.9 - Net TV-Prime
$160.8 - Net TV-L Nite/L News
$430.0 - Net TV-Sports
$29.7 - Net Cable-Daytime
$65.0 - Net Cable-E Fringe
$653.3 - Net Cable-Prime
$72.9 - Net Cable-L Fringe
$314.1 - Natl Syndication
$1082.9 - Net Radio-Morning Drive
$648.4 - Net Radio-Daytime
$1398.6 - Net Radio-Evening Drive
$43.7 - Net Radio-Nighttime
$2499.0 - Magazines-Women
$3048.7 - National Newspapers
$1342.2 - Digital National
$997.7 - Spot TV-Prime
$715.2 - Spot Cable
$187.0 - Spot Radio-Morning Drive
$195.5 - Spot Radio-Daytime
$374.6 - Spot Radio-Evening Drive
$792.7 - Direct Mail
$735.2 - Digital Spot

15

Author Bios
Sierra Dungan will be graduating with a degree in visual
communication in July. She is just wrapping up her social
marketing internship with the Madison School District. After
graduation, she plans on moving home to Portland. Sierra
loves discovering new music, cool restaurants, and awesome
locations for photography.
Tyler Griffitts is a communication student with an emphasis
in public relations, and he will be graduating in December of
2015. He is from Coeur d Alene, Idaho, where he enjoys the
outdoors, swimming, biking, and running.
Erik Hill is a public relations junior at BYU-Idaho. Hailing from
Bremerton, Washington, he and his wife, Danielle, have made
Rexburg, Idaho their home for the past four years. Together,
they have a family consisting of two-year-old Isaac and onemonth-old Emma. He currently works as a photographer
for BYU-Idahos University Relations Department.
Jacob McCann is studying communication with an
emphasis in video production. His goals after graduation
include making video advertisements, freelance work, and
becoming a high school teacher for video production. He
loves playing the bass guitar and spending time with his
wife.
Melissa Pierce is a visual communication student at BYUIdaho. Although she is a design major, she is also taking
classes in editing, marketing, and writing. She is originally
from Orange County, California, and is returning to California
at the end of the semester for an internship in Tarzana.
Ben Seebeck is from Atlanta, Georgia. He is a senior studying
communication with an emphasis in advertising and video
production at BYU-Idaho. He has worked as an editor for
the Scroll, BYU-Idahos newspaper, since 2013.

Appendix

17

19

Flowchart
Medium

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Net TV-Daytime

20

20

20

20

20

20

20

20

20

20

20

$(000)

345.8

345.8

345.8

345.8

345.8

345.8

345.8

345.8

345.8

345.8

345.8

Net TV-Prime

10

10

10

$(000)

257.7

257.7

128.9

128.9

128.9

128.9

128.9

128.9

128.9

128.9

257.7

Dec

Total Across

20 GRPS:
345.8

COST:

10 GRPS:
257.7

240
4149.1
80

COST:

2061.9

Net TV-L Nite/L News

10

GRPS:

10

$(000)

160.8

COST:

160.8

Net TV-Sports

10

GRPS:

10

$(000)

430.0

COST:

430.0

Net Cable-Daytime

10

GRPS:

10

$(000)

29.7

COST:

29.7

Net Cable-E Fringe

10

GRPS:

10

$(000)

65.0

COST:

65.0

10 GRPS:

40

Net Cable-Prime

10

10

10

$(000)

163.3

163.3

163.3

163.3

COST:

653.3

Net Cable-L Fringe

10

GRPS:

10

$(000)

72.9

COST:

72.9

Natl Syndication

20

GRPS:

20

COST:

314.1

50 GRPS:

290

$(000)

314.1

Net Radio-Morning Drive

50

60

10

10

10

10

10

10

10

10

50

$(000)

186.7

224.0

37.3

37.3

37.3

37.3

37.3

37.3

37.3

37.3

186.7

Net Radio-Daytime

10

40

10

10

10

10

10

10

10

10

10

$(000)

38.1

152.6

38.1

38.1

38.1

38.1

38.1

38.1

38.1

38.1

38.1

Net Radio-Evening Drive

50

60

20

20

20

20

20

20

20

20

50

$(000)

189.0

226.8

75.6

75.6

75.6

75.6

75.6

75.6

75.6

75.6

189.0

Net Radio-Nightime

186.7

COST:

1082.9

30 GRPS:

170

114.4

COST:

648.4

50 GRPS:

370

189.0

COST:

1398.6

GRPS:

10

COST:

43.7

40 GRPS:

328

10

$(000)

43.7

Magazines-Womens

40

40

20

20

20

28

20

20

20

20

40

$(000)

304.8

304.8

152.4

152.4

152.4

213.3

152.4

152.4

152.4

152.4

304.8

National Newspapers

10

10

10

$(000)

762.2

762.2

762.2

304.8

COST:

2499.0

10 GRPS:

40

762.2

COST:

3048.7

Digital National
- Ad Networks - Run Of Network
- Ad Networks - Demo Targeted
- Video Networks
- Publisher Video Sites
- Social
- Mobile

29

29

15

15

15

15

15

15

15

15

29

$(000)

165.2

165.2

85.2

85.2

85.2

85.2

85.2

85.2

85.2

85.2

165.2

Spot TV-Prime

10

10

10

10

10

10

10

10

10

10

10

$(000)

83.1

83.1

83.1

83.1

83.1

83.1

83.1

83.1

83.1

83.1

83.1

Spot Cable

20

20

20

20

20

20

20

20

20

20

20

$(000)

59.6

59.6

59.6

59.6

59.6

59.6

59.6

59.6

59.6

59.6

59.6

Spot Radio-Morning Drive

10

10

10

10

10

10

10

10

10

10

10

$(000)

15.6

15.6

15.6

15.6

15.6

15.6

15.6

15.6

15.6

15.6

15.6

29 GRPS:
165.2

232

COST:

1342.2

10 GRPS:

120

83.1

COST:

997.7

20 GRPS:

240

59.6

COST:

715.2

10 GRPS:

120

15.6

COST:

187.0

Medium

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total Across

Spot Radio-Daytime

10

10

10

10

10

10

10

10

10

10

10

10 GRPS:

$(000)

16.3

16.3

16.3

16.3

16.3

16.3

16.3

16.3

16.3

16.3

16.3

Spot Radio-Evening Drive

20

20

20

20

20

20

20

20

20

20

20

$(000)

31.2

31.2

31.2

31.2

31.2

31.2

31.2

31.2

31.2

31.2

31.2

Direct Mail

20

20

20

$(000)

198.2

198.2

198.2

198.2

COST:

792.7

- Mobile

1,207

1,207

34

34

34

34

34

34

34

34

1,207

1,207 GRPS:

5102

$(000)

173.9

173.9

5.0

5.0

5.0

5.0

5.0

5.0

5.0

5.0

173.9

173.9

COST:

735.2

248 GRPS:

1870

16.3

120

COST:

195.5

20 GRPS:

240

31.2

COST:

374.6

20 GRPS:

80

Digital Spot
- Ad Networks - Run Of
Network
- Ad Networks - Demo
Targeted
- Video Networks
- Publisher Video Sites
- Social

National Only Area

GRPS

228

358

99

99

99

107

99

99

99

99

228

$(000)

2412.8

3718.6

863.3

863.3

863.3

924.2

863.3

863.3

863.3

863.3

2412.8

2489.1

Reach

77.5

87.5

55.9

55.9

55.9

58.8

55.9

55.9

55.9

55.9

77.5

79.3

Avg. Freq.

3.0

4.1

1.8

1.8

1.8

1.8

1.8

1.8

1.8

1.8

3.0

3.1

GRPS

1297

1297

104

104

104

124

104

104

104

104

1297

1297 GRPS:

$(000)

577.9

577.9

210.8

210.8

210.8

210.8

210.8

210.8

210.8

210.8

577.9

577.9

Reach

85.6

85.6

55.2

55.2

55.2

63.6

55.2

55.2

55.2

55.2

85.6

85.6

Avg. Freq.

15.2

15.2

1.9

1.9

1.9

1.9

1.9

1.9

1.9

1.9

GRPS

1526

1656

203

203

203

231

203

203

203

$(000)

2990.6

Reach

93.5

94.5

78.7

78.7

78.7

83.2

78.7

78.7

78.7

Avg. Freq.

16.3

17.5

2.6

2.6

2.6

2.8

2.6

2.6

2.6

Cost: 18000.4

Spot Only Area

6042

Cost:

3997.9

15.2

15.2

203

1526

1546 GRPS:

7912

1135 1074.1 1074.1 1074.1 1074.1

2990.6

3066.9

78.7

93.5

93.6

2.6

16.3

16.5

Spot + National
4296.5 1074.1 1074.1 1074.1

Cost: 21998.3

21

Index Data

Total

Total Proj
Pct
Pct Index
000 000 Across Down
237011 5908
2.5 100 100

Men

114141 2059

1.8

34.8

72

Women

122870 3849

3.1

65.2

126

Educ: graduated college plus

67714 2103

3.1

35.6

125

Educ: post graduate

24233 854

3.5

14.5

141

Women 18-34

36060 1309

3.6

22.2

146

Women 18-49

67433 2371

3.5

40.1

141

Women 25-54

63943 2102

3.3

35.6

132

Occupation: professional and related occupations

32190 1185

3.7

20.1

148

HHI: $150,000+

26233 818

3.1

13.8

125

HHI: $75,000-$149,999

68105 2353

3.5

39.8

139

Census Region: North East

43097 1782

4.1

30.2

166

County Size: A

97994 2748

2.8

46.5

112

Marital Status: Never Married

65394 1709

2.6

28.9

105

126438 3258

2.6

55.2

103

Marital Status: Engaged

11676 307

2.6

5.2

106

Child age: 6-11 years

44113 1111

2.5

18.8

101

Child age: 12-17 years

46089 1492

3.2

25.2

130

132008 3237

2.5

54.8

98

Home value: $200,000-$499,999

60264 1825

30.9

121

Home value: $500,000+

15352 484

3.2

8.2

127

178734 4667

2.6

79

105

Magazines: I (Heavy)

47400 1432

24.2

121

Radio II

47392 1393

2.9

23.6

118

Internet I (Heavy)

47371 1590

3.4

26.9

135

Outdoor II

47402 1318

2.8

22.3

112

Cable Services: BBC America

17325 505

2.9

8.6

117

Cable Services: Bravo

32814 825

2.5

14

101

Cable Services: Food Network

56594 1628

2.9

27.6

115

Marital Status: Now Married

Years At Present Address: 5+ Years

Race: White

Cable Services: Tennis Channel

Cable Services: Travel Channel
Cable Services: TVGN
Magazines: All You
Magazines: The Atlantic
Magazines: Audubon
Magazines: Food Network Magazine
Magazines: Good Housekeeping
Magazines: In Touch
Magazines: New York Magazine
Magazines: People
Magazines: Vogue
Magazines: Yoga Journal
Magazine Types: Women
Magazine Types: Women Fashion
Radio: Weekday 7:00 pm - Midnight
Radio: Weekend 10:00 am - 3:00 pm
Radio: Weekend 7:00 pm - Midnight
TV Show Types: Late Night Network News/
Info - Mon-Fri
TV Show Types: Late Night Talk/Variety
TV Show Types: News- Specials
TV Show Types: Pageants - Specials
TV Show Types: Reality-based
TV Show Types: Tennis
Web Sites: abc.com
Web Sites: Fandango
Web Sites: iVillage.com
Web Sites: nbc.com
Web Sites: pbs.org
Web Sites: ABCNews.com
Web Sites: Overstock.com

Total
000
2703
27950
7441
4335
1813
1655
11747
17084
6169
1696
42615
12663
2039
88187
25117
36912
103449
39231
2461
3808
16470
10838
6253
9814
9839
11437
469
10546
8775
13104
14993

Proj
Pct
Pct
000 Across Down Index
127
4.7
2.1 188
720
2.6 12.2 103
228
3.1
3.9 123
213
4.9
3.6 197
95
5.3
1.6 211
89
5.4
1.5 216
344
2.9
5.8 118
763
4.5 12.9 179
278
4.5
4.7 181
150
8.9
2.5 356
1360
3.2
23 128
522
4.1
8.8 165
152
7.4
2.6 298
2722
3.1 46.1 124
919
3.7 15.5 147
1043
2.8 17.7 113
2693
2.6 45.6 104
1005
2.6
17 103
86
166
670
593
179
398
392
404
34
459
325
603
633

3.5
4.4
4.1
5.5
2.9
4.1
4
3.5
7.2
4.3
3.7
4.6
4.2

1.4
2.8
11.3
10
3
6.7
6.6
6.8
0.6
7.8
5.5
10.2
10.7

139
175
163
219
115
163
160
142
291
174
148
185
169

23

Ostrow Model
Marketing Factors that Affect Frequency
Established Brand: +.1
Low market share: +.1
Dominant brand in market: -.1
High brand loyalty: +.1
Long purchase cycle: -.1
Product used oppurtunity: +.1
Score: +.1
Copy Factors that Affect Frequency
Simple copy: -.1
Copy more unique than competition: -.1
Continuing old campaign: -.2
Product sell copy: +.1
Single kind of message: -.2
To avoid wear out: new message: -.2
Small ad units: +.1
Score: -.6
Media Factors that Affect Frequency
Higher ad clutter: +.2
Compatible editorial environment: +.1
Attentiveness (to media) high: +.1
Pulsed or flighted campaign: +.2
Many media used: +.2
Opportunities for media repetition: -.2
Score: +.6
Reach: 75
Frequency: 3.1
GRP: 232.5